Sports giant Reebok has just recruited another hip-hop heavyweight into the fold, with the announcement of a new partnership with West Coast sensation Kendrick Lamar.

The news arrived in blazing fashion with a video titled ‘I Am’ – Lamar’s own ode to his hometown of Compton. The black-and-white affair features Lamar rapping viciously as he strolls through the city in a pair of Reebok Ventilators.

With the never-ending hype from Lamar’s his recent single ‘i’ as well as a mind-boggling guest verse on Flying Lotus’ ‘Never Catch Me’, it makes perfect sense for him to jump on board with Reebok Classics – a brand that has been synonymous with hip-hop for some time, especially in the pioneering Southern scenes.

Watch the video for ‘I Am’ below, and stay tuned for more news on the Kendrick Lamar & Reebok Classics collaboration:

https://www.youtube.com/watch?v=vzr__7WW-Bw&feature=youtu.be